A search for the term “podcasting” on Google now turns up 200 million mentions in a half second -- exponentially more than a year ago. This is now a time when the increase in on-demand audio content and its consumption rates are a big part of the buzz. That means the debate over how to best monetize and how to effectively advertise in podcasts is in full force. Marketing and ad execs attending the second-ever IAB Podcast Upfront next week are likely also wondering: Can a solo podcaster with a passion still create a niche sensation … or will only big-budget productions prevail at scale? Will we keep the native nature of a podcast personality’s voiced brand sell messages intact? Or, will the demand for on-demand accountability overtake a folksy approach? In advance of the event I asked the chieftains of some of presenting podcast companies for their perspective on the state of podcasting.
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